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435 Why Shopping Livestreams Are Taking Over TikTok

The Information
Kaya Yurieff @ The Information · 10/16/2024 17:00 EDT

Why Shopping Livestreams Are Taking Over TikTok

Last year, TikTok helped woo sellers to TikTok Shop by footing the bill for incredible discounts on its new e-commerce service. These encouraged merchants to sell items at rock-bottom prices, which led to a deluge of sales. But this year, TikTok is taking a different tack to grow its e-commerce sales by encouraging more brands to go live—a lot.That’s one of the takeaways from a story Ann Gehan and I published on Wednesday about TikTok Shop and its deeper push into livestream shopping, an effort that’s becom

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